Dynamic Ads: when real-time content becomes advertising
Dynamic advertising media create relevance by automatically adapting to current circumstances. In addition to sports results, stock market data and betting odds, it is also possible to integrate visual content in real time. Two current implementations show how context, current events and the environment can be used in a targeted manner for effective communication.
As marketing specialists, we create the technical and editorial conditions necessary for the use of dynamic content in digital advertising formats. Real-time data, contextual delivery and the appropriate environment interlock and make brand communication visible at the right moment. In addition to live images, various data sources can be automatically integrated and delivered according to the situation, for relevant, credible and effective communication.
A live webcam instead of a traditional advertisement: Arosa Lenzerheide
For Arosa Lenzerheide, a digital advertising medium was created that integrated a live webcam image directly into the advertisement. The real-time image was continuously broadcast on blick.ch, deliberately replacing a traditional advertising message. The image itself took over the communication and allowed viewers to experience the situation immediately.
The advertising medium was only broadcast when the weather contrast was visible: while the lowlands were shrouded in fog, the live image showed sunshine and clear views in Arosa Lenzerheide. This created a situational relevance that worked without further explanation and emphasised authenticity.
Responsible at Ringier Advertising in collaboration with Publica4: Boris Kellerhals, Sales Director, Michelle Felber, Partner and Head of Digital Products.
Responsible at Arosa Lenzerheide: marketing group led by Nicole Gysi, Marketing Director at Lenzerheide Marketing und Support AG, Reto Wyss, Marketing Director at Arosa Bergbahnen, and Marc Gooch, Marketing and Communications Director at Arosa Tourismus.
Dynamic sports data in action: PostFinance
Dynamic ads are also used in sports sponsorship. PostFinance is a partner of the PostFinance Women’s League and sponsors the women’s ice hockey channel on blick.ch.
With this in mind, a dynamic advertising medium has been created that integrates the current list of top scorers in real time into a half-page advertisement within the channel. The automated integration of live data ensures that the content is always up to date, creates thematic proximity to the editorial environment and makes the sponsorship visible directly at the point of use.
